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Lecturer(s)
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Chocholáč Jan, doc. Ing. Ph.D.
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Course content
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Basic principles of marketing and business concepts Marketing management and marketing planning Marketing tools Business environment, situation analysis and its tools Marketing research Market, market segmentation, targeting and market placement Competition Marketing product mix Marketing price mix Marketing distribution mix Marketing communication mix Marketing of services and specifics of marketing in transport Marketing audit
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Methods of individual activities, Projection
- Preparation for an exam
- 41 hours per semester
- Team project
- 24 hours per semester
- Individual project
- 12 hours per semester
- Independent critical reading
- 8 hours per semester
- Participation in classes
- 52 hours per semester
- Home preparation for classes
- 13 hours per semester
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Learning outcomes
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The aim of the course is to provide information on basic marketing principles, tools and techniques enabling companies to search for and analyze market opportunities. Students will be acquainted with the basic processes of corporate marketing management, marketing planning, marketing audit and the use of basic marketing tools, e.g. the basic marketing mix (4 P) and expanded marketing mix (4 P+). Emphasis will also be placed on the micro and macro environment of the company and situation analysis, including selected analytical tools, methods and analysis. Students will be introduced to marketing research, its construction and basic techniques for data collection; the process of segmentation, targeting and positioning; marketing of services and the specifics of marketing in transport.
The graduate of this course will master the basic marketing principles and techniques enabling companies to search for and analyze market opportunities.
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Prerequisites
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It supposed graduation of the subjects Economics, Management I, Logistics I and Communication and Presentation Skills.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Student performance assessment, Self project defence, Presentation
During the semester and during the exam, the student must demonstrate an understanding of solved business and marketing cases, used analyzes, application of marketing business philosophy, basic market categories, elaboration of marketing plan and application of marketing tools. The specific requirements will be communicated to the students by the lecturer in the first week of the semester.
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Recommended literature
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Berndt, Ralph. Mezinárodní marketingový management : [globalizace a světové trhy, marketingové plánování a controlling, potenciál a lidské zdroje]. Brno: Computer Press, 2007. ISBN 978-80-251-1641-8.
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Bureš, Ivan. 10 zlatých pravidel péče o zákazníka, aneb, CRM v digitálním věku. Praha: Management Press, 2006. ISBN 80-7261-149-6.
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Clow, Kenneth E. Reklama, propagace a marketingová komunikace. Brno: Computer Press, 2008. ISBN 978-80-251-1769-9.
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Hauge, Paul. Průzkum trhu : příprava, výběr vhodných metod, provedení, interpretace získaných údajů. Brno: Computer Press, 2003. ISBN 80-7226-917-8.
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Chlebovský, Vít. CRM : řízení vztahů se zákazníky. Brno: Computer Press, 2005. ISBN 80-251-0798-1.
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Jakubíková, Dagmar. Strategický marketing : strategické plánování, situační analýza a predikace vývoje, marketingové cíle a strategie, produktová, distribuční, cenová a komunikační politika a strategie. Praha: Grada, 2008. ISBN 978-80-247-2690-8.
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Janouch, Viktor. Internetový marketing : prosaďte se na webu a sociálních sítích. Brno: Computer Press, 2010. ISBN 978-80-251-2795-7.
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Karlíček, Miroslav. Marketingová komunikace . Praha: Grada Publishing, 2016. ISBN 978-80-247-5769-8.
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Kermally, Sultan. Největší představitelé marketingu : jejich hlavní myšlenky, názory a díla. Brno: Computer Press, 2006. ISBN 80-251-1013-3.
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Kotler, Philip. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Marketing. Praha: Grada, 2004. ISBN 80-247-0513-3.
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Kozel, Roman. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6.
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Machková, Hana. Mezinárodní obchodní operace. Praha: Grada, 2014. ISBN 978-80-247-4874-0.
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McDonald, Malcolm. Marketingový plán : příprava a úspěšná realizace. Brno: BizBooks, 2012. ISBN 978-80-265-0014-8.
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Nash, Edward L. Direct marketing : [strategie, plánování, provedení]. Praha: Computer Press, 2003. ISBN 80-7226-838-4.
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Paulovčáková, Lucie. Marketing . Praha: Univerzita Jana Amose Komenského, 2015. ISBN 978-80-7452-117-1.
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Tahal, Radek. Základní metody sběru primárních dat v marketingovém výzkumu. Praha: C.H. Beck, 2015. ISBN 978-80-7400-585-5.
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Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. Praha: Grada, 2014. ISBN 978-80-247-5037-8.
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